Is the era of the TV screen over?

When I walk the streets and see millennials glued to their phones either catching up with their favorite show, streaming the latest match or keeping a tab on news, I often wonder have we moved beyond the concept of television screens? Will future generations ever experience viewing on the big screen or will it just be history? But, when I deep dive into my own surroundings, I realize in a country like ours ‘the concept of TV’ is not fading away anytime soon. There is no denying the fact that the digital medium is catching on quickly in the country. However, when it comes to TV viewership patterns, a recent survey conducted by Broadcast Audience Research Council (BARC), has a different story to tell. The Broadcast India (BI) 2018 Survey, conducted across 300,000 households, indicated a 7.5 % rise in TV viewership from the previous year.

On the other hand, the world is changing; technology is taking the lead and opening more avenues for digital channels to transform the entertainment landscape of the country. Proliferation of smartphones, better connectivity, and cheaper data charges have fueled the demand for on-the-go entertainment. The use of small screens is on a growth swing and this has enabled broadcasters and content creators to leverage their content more effectively. However, at this point one cannot say that digital platforms are overshadowing the value of television. The reason for this being, both TV and digital come with their unique set of attributes and are enjoying a duopoly in the market. More than competing with one another, these two platforms are complementing each other’s presence. While both mediums have different audiences with some overlap, the way both these platforms are consumed is completely different.

The viewership mix that currently exists in the market has also opened more avenues in terms of content placement. Since India is a country driven largely by family viewing, it gives broadcasters the opportunity to leverage content across genres like family drama, sports, comedy and non-fiction shows on the television screen. On the other hand, digital platforms give content creators a chance to experiment with their offerings. Also, advertisers and marketers have realized the reach potential of digital platforms that complements the reach delivered by TV.

In our ecosystem, digital and television will continue to co-exist. Broadcasters and content – creators will have to understand their audience and decide the placement of content depending on the target audience and viewer preferences, while brands and advertisers will have to adopt the best marketing mix and evaluate the media that will give them the most optimal returns.

The need of the hour in a rapidly evolving consumer-insights driven ecosystem such as ours is a concerted effort by broadcasters, content creators and distribution platforms to deliver superior programming with rich content, irrespective of the screen on which it’s served.

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